1. Family 2. Reference groups 3. Culture

1. purchase situation 2. shopping situation 3. temporal state

#4 Consumer Behaviour Flashcards by Tayde Asbun

CDP

Consumer Decision Process

How well did you know this?

Not at all

Perfectly

Factors that affect CDP

MKT mix
Psychological
Social
Situational

How well did you know this?

Not at all

Perfectly

Psychological Factors

motives
attitutes
perceptions
learning
lifestyle

How well did you know this?

Not at all

Perfectly

Social Factors

Family
Reference groups
Culture

How well did you know this?

Not at all

Perfectly

Situational Factors

purchase situation
shopping situation
temporal state

How well did you know this?

Not at all

Perfectly

Psychological Factors

MOTIVES

driving forces behind consumer actions

desire 4 satisfaction, when need is unmet

How well did you know this?

Not at all

Perfectly

Psychological Factors

MOTIVES

Maslow’s Hierarchy

checa foto

How well did you know this?

Not at all

Perfectly

Psychological Factors

ATTITUDES

lasting evaluation u made towards something

product or idea

How well did you know this?

Not at all

Perfectly

Psychological Factors

ATTITUDES have

3 interconnected components

cognitive, affective and behavioural

How well did you know this?

Not at all

Perfectly

Psychological Factors

Cognitive component

what we believe it is true

colgate 9/10 dentistas lo recomiendan, es un %

How well did you know this?

Not at all

Perfectly

Psychological Factors

Affective component

what we feel about it
what connects with you

Tigre Toño u Osito Bimbo

How well did you know this?

Not at all

Perfectly

Psychological Factors

Behavioural Component

actions we take

click here or download now

How well did you know this?

Not at all

Perfectly

Psychological Factors

PERCEPTIONS

how consumers interpret and respond 2 MKT messages

from your 5 senses

How well did you know this?

Not at all

Perfectly

Psychological Factors

PERCEPTION has

4 selective components

How well did you know this?

Not at all

Perfectly

Psychological Factors

Selective Exposure

what they want to be exposed to

only sports channel

How well did you know this?

Not at all

Perfectly

Psychological Factors

Selective Attention

Focus only with their preferences

sports channel but only fut

How well did you know this?

Not at all

Perfectly

Psychological Factors

Selective Comprehension

different interpretations from consumers and brand intentions

How well did you know this?

Not at all

Perfectly

Psychological Factors

Selective Retention

reinforce their messages by using repetition a lot

“A que no puedes comer solo una” – Sabritas.

How well did you know this?

Not at all

Perfectly

Psychological Factors

LEARNING

process where consumers change behaviour based on past/new info

How well did you know this?

Not at all

Perfectly

Psychological Factors

Learning through experience

interacting with the product or service

free trials or samples

Psychological Factors

Learning through info

acquiring info

advertising, mouth to mouth, reviews

Psychological Factors

Behavioural Learning

people learn through repetitive actions

discounts and reward points in temu

Psychological Factors

Cognitive learning

deeper understanding and reasoning

include FAQs

Psychological Factors

Brand Loyalty

repeatedly positive experiences with the brand

# Psychological Factors LIFESTYLE

how people spend their $ based on habits, interest and activities

# Psychological Factors LIFESTYLE

1. Actual lifestyle (truly live) 2. Perceived lifestyle (wish 2 project)

LIFESTYLE example

North Face jackets 1. u do engage in cold activities 2. u just want 2 pretend: adventure

Social Factors

Decisions influenced by external *Social environment*

# Social Factors FAMILY

understanding family dynamics | mi familia solo compra La Costeña

# Social Factors Reference Groups

someone looks for guidance | beauty influencer on tik tok

# Social Factors Reference Groups influence consumer behaviour in 3 ways

1. providing info 2. providing social approval 3. improve their self-image

# Social Factors CULTURE

shared values, beliefs, customs | beban tequila desde 15 en quinciañeras

# Social Factors Group Buying Decision

initiator, influencer, deciders, buyers, users

# Group Buying Decision Initiator

recognize the need 4 a product

# Group Buying Decision Influencer

shape decisions with their expertise

# Group Buying Decision Deciders

with autority 2 make the decisions

# Group Buying Decision Buyers

handle the actual transaction

# Group Buying Decision Users

ultimately use the product

Situational Factors

psycho & social factors influence consumers the same way each time

Situational Factors

Sometimes specific situations can **change** or influence your **usual** choices

# Situational Factors Purchase situation

Adjust behaviour @ particular situation they find themselves in | u always buy comfy shoes, but need fancy ones 4 boda

# Situational Factors Sensory situation

change their decision by **sensory elements** @ store

# Situational Factors Sensory situations examples (4)

store atmosphere (olores/ music) crowding (too much, bye) promotions: sense of urgency 2 advantage in store demon: *interactive* encourages *impulses*

# Situational Factors Temporal State

customer's mood or mental state | hard 2 predict or control, but important 2 know

If you go to the grocery store when you are hungry and buy more than when you are full, it is ...

temporal state

Framing

How info is described changes choices | vaso medio lleno o medio vacío

Anchoring

Default bias

Choose the preselectioned option